Research

The Knitwear category has firmly established its dominance in Vietnam's cold-weather social media landscape, particularly driven by Northern demographics. However, the market is currently defined by a significant strategic  ension: consumer demand for quality and durability remains high, while many brands are reliant on deep discounts to drive seasonal volume. This report is structured to decipher this conflict by analyzing dual purchase drivers  functional warmth and emotional gifting) and core consumer material anxiety (such as pilling and shape retention).

 

There is little disagreement that AI will reshape marketing, but thinking too narrowly about the technology can limit its value. The real opportunity lies in AI's ability to help CMOs reinvent their entire operating model in marketing to generate more profitable growth and enterprise value.